Western Europe

While deodorant sales volume remained stable in Finland in 2023, the product area saw a healthy rise in value terms. This can be attributed, in part, to inflationary pressures pushing up unit prices. However, a more significant factor is the evolving…

Despite price increases and the squeeze on consumer budgets, demand for deodorants in Belgium remained steady with only a marginal decline in volume sales in 2023. Moreover, deodorants witnessed a relatively better performance in volume terms than…

Colour cosmetics sales demonstrated resilience in Finland in 2023, maintaining positive growth momentum. As some consumers gradually resumed pre-pandemic levels of cosmetic usage, heightened engagement from companies incentivised consumers to explore…

In 2023, colour cosmetics in Belgium registered volume sales decline following a buoyant performance in the previous year. Prices rose more significantly in 2023, compared to 2022, resulting in lower consumption levels. Moreover, consumers were…

In 2023, beauty and personal care in Finland witnessed overall positive value growth, albeit largely attributed to inflation-driven price increases. This trend was particularly notable in categories such as bath and shower, deodorants, and…

Inflation remained a pressing issue for Belgian consumers in 2023 with economic uncertainty and financial anxiety exacerbated by high heating and energy costs. As consumer purchasing power declined, retail volume sales of beauty and personal care…

In 2023, many categories within the bath and shower product area witnessed stagnant or moderately declining volume sales in Finland. This trend reflects consumers' immediate inclination towards cost-saving measures when faced with economic…

In 2023, retail price inflation had a strong impact on bath and shower in Belgium. Volume sales buckled amid weaker demand as consumers faced higher energy and heating costs, with many choosing to shower less frequently. In key categories such as…

The overarching trend shaping the baby and child-specific product market in Finland is the decline in birth rates, a phenomenon that persisted throughout 2023. Following the peak witnessed in 2020, birth rates steadily declined to reach their lowest…

Baby and child-specific products in Belgium benefitted somewhat from the spike in birth rates during the COVID-19 pandemic years, which resulted in a broader consumer base for manufacturers to target. On the negative side, retail price inflation has…

Awareness of the potential harmful effects of sunlight amongst German consumers is extremely high. Understanding of the need to use filters is already strong, having been communicated by producers, social media, and influencers. This is reflected in…

In 2022 skin care registered only slow retail current value growth. This was mainly the effect of lower demand for body care products. Categories such as firming/anti-cellulite body care and general purpose body care registered strong double-digit…

In 2022, premium beauty and personal care saw sales skyrocket in Germany in retail current value terms, with growth outpacing that of the mass segment. This was driven by an increase in opportunities to spend time outside of the home, the expansion…

After already notable retail current value growth in oral care in 2021, Germany registered a dynamic current value growth rate in 2022, approaching the double-digits. German consumers prioritise their oral health and place high importance on oral…

Men’s grooming showed considerable retail current value growth in 2022, after a difficult two years due to the pandemic. With the reopening of businesses and the return to working in the office, men in Germany not only resumed the consumption of some…

Mass beauty and personal care fared quite well in 2022, with rising sales in retail current value terms due to recovery in the post-pandemic period, alongside inflationary pressures supporting value growth. Positive factors driving sales included the…

Hair care remained on a healthy growth trajectory in Germany in 2022, and is expected to continue growing in the forecast period. Throughout the pandemic, Germany’s retail and salon closures led to new trends amongst consumers, who started applying…

After two years of decline in 2020 and 2021, fragrances was the most dynamic category across beauty and personal care in retail current value terms in 2022, with sales seeing exceptional growth, rising to above the pre-COVID-19 level, seen in 2019.…

In 2022, retail sales of depilatories saw an improved performance in current value terms compared with 2021. This was partly due to inflationary pressures, which increased unit prices and drove growth. At the same time, retail volume sales saw a…

Deodorants saw growth in 2022, with good sales growth in both retail current value terms (all formats) and retail volume terms (deodorant sprays and roll-ons only). Indeed, the summer of 2022 was hot in Germany, which led to higher overall volume…